Magnus Marketing Blog

Being a nice girl I didn't use the expletive, but buying cycles are a joke. Well, maybe not totally, but that is a manufactured objection. Every sales intelligence company offers a list of decision makers, infrastructure, other junk, and "buying cycles".

You know my buying cycles. I buy milk every week before it expires, I buy gasoline every week for outrageous prices, I buy bread every week. I go to ShopRite cause of my Price Plus card, maybe Quik Chek for milk on occasion.

But, if I have a craving for Reeses, I will buy that, even if it isn't on my list. Suddenly, I realize that my bed is worn and I feel like getting a new bed, not just a mattress. I walk by and see Italian Wedding Soup at Hand and want to try it. No buying cycle, just a craving or suddenly recognized need.

My point is, for commodity items there are buying cycles and most commodity items buying cycles are known. 3 years for tech refreshes, 3 years for recycling - they are linked. Is it possible to circumvent the buying cycle? YES, if the offer or situation is compelling enough.

I mentioned earlier the ability to circumvent RFP's. This ability comes from justifying yourself and maybe tapping into an unmet need or craving or situation. Maybe there is a champion who just likes you or knows your company reputation. Recently, I had a call with my client for a major staffing initiative - there was an RFP, but because of the client reputation, capability, and knowledge - the person in charge pushed us right through. The company which is a Fortune 500 and very well known firm is giving us a shot at delivery. It is possible to find a champion with a need who will push you right through - maybe not for hardware or other real commodity items, but for other offerings and services - it is possible. My other point is even if it is a commodity type item, there always is room to supply it in a specific area. For example, maybe the major tech refresh happens every 3 years, but the salespeople are dying for new laptops NOW because the road warrior nature wears them out quicker (this is true actually) - the VP of Sales is dying, his guys can't upload their CRM notes! Maybe one could convince the VP of Sales to get onboard with the CIO to order new laptops, especially if they have some extra wireless synch capability as an incentive or have a free Adobe Connect - a cool meeting product. A recycler can jump on that as well. You get my point.

Buying cycles, for the most part, are a manufactured objection except for hardware and office supplies. Chances are also, if you encounter this - you are talking to the all controlling Purchasing Department and/or a company with bad financials that has to micromanage costs. Is this a company you want to do business with? I bet they are a slow pay. :)

I ignore buying cycles. I prefer the person to tell me on an individual level about them, I usually don't listen either and assume my pitch/value proposition wasn't strong enough if they go down that road with me. I may revisit the account with a different approach or armed with more research to really get compelling.

Strategic account research should not be used to uncover buying cycles - the point of strategic research is TO CIRCUMVENT buying cycles and find fit and value!